1. SylabUZ
2. Wydział Nauk Inżynieryjno-Technicznych
3. semestr zimowy 2024/2025
4. Biznes elektroniczny - Program Erasmus pierwszego stopnia
5. Internet marketing

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Internet marketing - opis przedmiotu

Cel przedmiotu

The aim of the course is to familiarize students with methods and techniques of effective Internet marketing, including marketing strategies in the Internet , promotions,  marketing research, ethics and the legal use of Internet marketing, as well as to acquire the ability to use appropriate marketing techniques and the ability to assess adopted strategies. Students are also familiarized with examples of Internet marketing strategies.

Wymagania wstępne

Zapisz zmiany

Internet technologies, Websites designing, e-Commerce and e-service, Business process modeling

Zakres tematyczny

Lecture:

Traditional marketing, internet marketing. Pros and cons of internet marketing. Effective use of the Internet. Internet marketing tools. The cost of internet marketing. The use of the Internet in a company's marketing.Search engine advertising. Advertising campaigns: Google Adwords. SEO: principle, penalties. Promotion in the Internet: advertising, public relation, advergaming, loyalty programs, performance marketing, affiliate, viral and whisper marketing. M-marketing. Content marketing. Email Marketing. E-mail communication. Marketing on social networks. Marketing automation. Internet marketing research. Benchmarking. Ethics of using the Internet in marketing. Legal aspects of internet marketing. Internet marketing mistakes.

Project:

Project includes the use of internet resources in conducted marketing activities for chosen and designed by the student his/her own business activity (service, commercial, production activity), including development of an internet marketing strategy, selection of the best method of reaching a client  ensuring marketing success in the Internet (among others selection and development of internet advertising methods, communication with the client) as well as visualization of the effects of implementing marketing activities.

Metody kształcenia

Lecture - conventional lecture with the use a video projector.

Project - practical classes given in the computer laboratory.

Efekty uczenia się i metody weryfikacji osiągania efektów uczenia się

Opis efektu	Symbole efektów	Metody weryfikacji	Forma zajęć

Warunki zaliczenia

Lecture - written test carried out at the end of the semester.

Project - realization of the assigned project: the final grade is the weighted sum of the grades obtained for the realization of individual elements of the training course and the form of its presentation. The contribution of individual elements of the grade: the selection of marketing strategies and methods of its realization supported by collected market knowledge 30%, prepared forms of promotion of the company on the Internet - marketing 40%, visual presentation of marketing activities 30%.

Literatura podstawowa

1. Nicholas Papagiannis,Effective SEO and Content Marketing: The Ultimate Guide for Maximizing Free Web Traffic; Wiley; 2020;
2. Judy Strauss , Raymond Frost, Alexa Fox; E-marketing: International Student Edition; Routledge ; 2018;
3. Tracy Tuten, Social Media Marketing;  SAGE Publications Ltd; 2021
4. Sushila Madan; E- Marketing; Scholar Tech Press; 2018;
5. Chad White; Email Marketing Rules: A Step-by-Step Guide to the Best Practices that Power Email Marketing Success; CreateSpace Independent Publishing Platform; 2014;
6. Andreas Ramos; The Big Book of Content Marketing; andreas.com; 2017;
7. David M. Scott; The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly; John Wiley & Sons; 2017;
8. Dhruv Grewal; M: Marketing; McGraw-Hill Education; 2016;
9. Stacy Landreth Grau; Marketing for Nonprofit Organizations; Oxford University Press; 2014;
10. Marc Guberti,Content Marketing Secrets: How To Create, Promote, And Optimize Your Content For Growth And Revenue (Grow Your Influence Series);  CreateSpace Independent Publishing Platform; 2017;

Literatura uzupełniająca

1. Gini Graham Scott; he Complete Guide to Email Marketing: Book V: Buying and Validating Email Lists for Large Mailings; 2017;

Uwagi

Zmodyfikowane przez dr hab. inż. Marek Kowal, prof. UZ (ostatnia modyfikacja: 29-04-2024 15:26)